Apple - total brand management essay apple inc, is an american multinational corporation start with a focus on designing and manufacturing consumer electronics and closely related software products established by steve jobs and steve wozniak, in cupertino, california on april 1, 1976. Full brand name extension most brand extension studies to date assume that brand extensions use the full original parent brand name example: oral b tooth brush may extend to oral b dental floss or to oral b mouth wash.
Introduction brand extensions are one of the most popular strategies for many firms to leverage brand equity (monga & john, 2010 tom, kelly & ravi, 2012) zara as one of the world’s most successful fast fashion brand (ffb) retailers has applied brand extension into its brand development. The branding strategy of apple product is based about this, by means of itunes, the iphone ( by means of its touchscreen “gesture” which are also use on the ipad), and the application of apple store all playing a significant roles the apple company brand personality branding strategy of apple focuses on customer’s emotions. Apple is one of those companies that are expanding continuously they started by making computers, then launched themselves into the mp3 market and a bit later also introduced a new kind of cell phone their latest brand extension, the ipad is a great thing for all who loves technical pinches.
Apple utilizes not just line extension or brand as a strategy- it utilizes both until 2011, the company was basically on the go in the computer area and already renowned because of it’s easy to operate items. Brand extension, also known as brand stretching, leverages the reputation and popularity of the well-known brand to increase demand for new products brand extension is the use of a well-established brand name for a new product or new product category. Martinez, montaner & m pina (2009) brand extension feedback, the role of advertising: journal of business research 4 conti brand extensions are one of the most heavily-researched and influential areas in marketing brand extension directly related with parent brand.
Here are three realistic brand extensions apple may introduce in the near future product extension type role growth strategy cannibalization apple smart tv category extension economies of scale market developme nt yes: it is an assumption apple would include everything and more that the apple tv device does.
Brand extension refers to the expansion of the brand itself into new territories or markets for instance, if a soft drink manufacturer unveils a line of juices or bottled water products under its company name, this would constitute an example of brand extension. Parham santana, a brand extension consultancy, took a poll of 11,000 adweek readers who were asked to pick their top three from a list of 10 best and worst identified by parham santana according. Marketing strategy of apple published by : wwwstudymarketingorg 1 introducing apple steve jobs is the brain behind the very famous and very popular apple company apple creates and designs desktop computers, mac laptops, itunes, ipods, the os x operating system, the ipad and the iphone.